Cartura tracks 77,438 active US TikTok Shop sellers today.
Whether you are sizing up a competitor, choosing a product to sell against, or checking who dominates a category, the same figures apply. This guide explains what they are, which ones matter most, and how to tell a strong seller from a fragile one. Column definitions are in Products and Sellers leaderboards.
1. Know what the Sellers board and a seller page show
The Sellers leaderboard ranks the shops behind the active listings Cartura read in the last 14 days, by estimated GMV unless you sort by another column. Each row shows the shop’s Products, Units sold (7d), GMV (7d), Total units sold, Followers and Rating, with its main category under its name. Search narrows the board to shop names containing all of your words; on plans with category filters, the category tabs limit it to one top-level category, and the 7-day figures then count only that category.
Opening a shop shows its units and GMV a week, lifetime units sold, followers, rating, and live products with the number Cartura tracks, plus a link to the shop on TikTok. Below them, the shop’s own listings are ranked like the Products board, with each one’s price, weekly units, GMV, total units sold, rating and review count.
2. Weigh the numbers that matter
- Units sold (7d). The shop’s weekly sales pace: for each listing, the rise in its public sold count between two readings 5 to 21 days apart, scaled to seven days, then added up across the shop’s listings. It is the most current signal of how much the shop sells.
- GMV (7d). Each listing’s weekly pace times its latest sale price, added up. It tells you whether a shop sells many cheap units or fewer dear ones. It is an estimate, not revenue.
- Momentum. The seller figures show no week-on-week change of their own. Open the shop’s top listings instead: their details show each one’s weekly pace and its change against the week before, on plans with detailed product data. Several top listings rising is a stronger sign than one.
- Product count. Live products is the number the shop reports on sale; the tracked number is how many of its listings Cartura read in the last 14 days, the listings behind its weekly figures. Compare the shop’s weekly GMV with that of its top listing to see how concentrated its sales are.
- Rating. The shop’s own star rating on TikTok Shop. A low rating on a high-volume shop can point to quality or delivery problems a competitor could win on.
- Followers. The shop’s own follower count. Followers suggest buyers who may come back; a shop with large sales and few followers may be selling mainly through creators’ videos or ads, which Cartura cannot see.
- Reviews. Shown per listing on the shop’s page. Thousands of reviews on its top listings are hard for a new seller to match; few reviews on fast-selling listings suggest the sales are recent.
- Main category. The top-level category holding most of the shop’s ranked listings. It tells you whom the shop competes with, and whether a category you are entering has one dominant shop.
3. Tell a strong seller from a fragile one
None of these figures settles the question alone, but some patterns recur. Treat them as prompts for a closer look:
- Spread versus concentration. Weekly units spread across many listings usually mean the shop can lose one product and carry on. When one listing makes most of the shop’s GMV, the shop is only as strong as that product.
- Current versus past. A large lifetime total with a small weekly pace suggests a shop past its peak. A modest lifetime total with a strong weekly pace suggests one on the way up.
- Earned versus bought. A good rating, many reviews and a following build up over time. Fast sales without them may rest on promotions or creator pushes that can stop.
- Breadth of catalog. Many live products with only a few selling can mean a shop testing products widely; a short catalog that all sells suggests a focused one.
4. Track a competitor
Find the shop by searching its name on the Sellers board, or from the Seller column of the Products board, which links each listing to its shop’s page. Cartura reads each product about once a week, so check back weekly rather than daily and note:
- its units and GMV a week, and whether they rise or fall;
- which listings lead its ranking, and any new listing climbing it;
- the prices of its top listings, against their category’s median and middle 50%;
- its rating and follower count over time.
To weigh a competitor’s prices, read their category’s price data as described in How to read a TikTok Shop category’s price distribution. To test a product of your own against theirs, see How to research a TikTok Shop product before you sell it. How far down the rankings you can page depends on your plan; see Pricing.
What this method misses
- US only. Cartura tracks US TikTok Shop shops; a seller’s sales in other countries are not counted.
- No ad spend. Cartura cannot see what a shop spends on ads, so it cannot tell paid sales from organic ones.
- No creator commission rates. What a shop pays creators per sale is not public, so its margin is unknown.
- Observations, not TikTok’s numbers. Sold counts, prices, followers and ratings are read from public pages. Weekly units and GMV are Cartura’s estimates from those readings, cover only the listings Cartura tracks, and are not sales or revenue reported by TikTok Shop.
What the dataset covers is described on Cartura’s dataset page. To look up a shop yourself, create a free account.